Pengaruh Brand Image Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Di Toko Fashion Wanita Sukoiko Store
DOI:
https://doi.org/10.46975/n1199k15Keywords:
Brand Image , keputusan pembelian, kualitas produk, promosiAbstract
This study seeks to examine the impact of Brand Image, Product Quality, and Promotion on Purchasing Decisions at the Sukoiko Store Women's Fashion Retailer. The employed research method is quantitative, using primary data collection techniques via questionnaires administered to respondents. The study's population comprised consumers who made purchases at the Sukoiko Store over a one-year period, with an estimated sample size of 2,160 determined using the Lemeshow formula, employing a non-probability sampling method with purposive sampling techniques. This study employs the SmartPLS SEM 4.1 application, using the outer model test, inner model test, and hypothesis test for calculations. Data were collected from questionnaires distributed to 100 respondents at the Sukoiko Store Women's Fashion Store. The findings of the hypothesis test indicated that the Brand Image Variable (X1) did not exert a positive and significant influence on Purchasing Decisions (Y), the Product Quality Variable (X2) had a positive and significant impact on Purchasing Decisions (Y), and the Promotion Variable (X3) did not demonstrate a positive and significant effect on Purchasing Decisions (Y). The study's implications for retailers to maintain a robust brand image via social media storytelling, visual aesthetics, and consistent brand communication. Furthermore, it is essential to enhance marketing strategies through exclusive promotions and interactive events, while also optimizing digital marketing and ensuring transparent communication. These enhancements will bolster Sukoiko Store's brand appeal and influence customer purchasing decisions.
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